Level Up: Using Gamification in Content Strategy and Marketing Campaigns

Ask anyone who’s played World of Warcraft or a similar game for a while, and you’ll usually hear the same thing: “I’m hooked!” WoW has been around for nearly 12 years, and other games online garner similar sized – and just as fanatical – fanbases. How is it that a game – with “imaginary” achievements and bragging rights – can grab someone’s attention, keep it, and even bolster it for long periods of time? Mitch is a gamer and digital strategist from Vanderbilt University in Nashville. In this session, he’ll go over a few of the top “massively multiplayer” games on the marketing today – World of WarCraft, Final Fantasy XIV, and Destiny – and will look under the hood to see what marketing and psychological methods they use to attract customers and readers. We’ll go over various terms and definitions, and examine how we – and our users – interact and react to the world – and each other – when in a game setting. Finally, we’ll look at real case studies and observations that we can distill down into actionable points that you can do now to turn marketing campaigns and content strategies into content users want to interact with.

Slides